Online advertisements must draw attention away from consumers’ primary goals for using the Internet, namely, entertainment and informational pursuits. Expose yourself to some current online ads and then identify and describe at least three specific techniques that online advertisers use to ensure attention. What are the strengths and limitations of each technique?
Answer to relevant QuestionsA reality of communication is that the same sign often means different things to different people. The red ribbon, for example, means different things to different groups. Provide an example from your own personal experience ...Explain the cognitive, affective, and conative attitude components. Provide examples of each using your attitude toward the idea of personally pursuing a career in selling and sales management. Contrast the high involvement ...Apply the hierarchy of marcom effects framework (see Figure 8.1) to explain the evolution of a relationship between two people, beginning with dating and culminating in a wedding. Show your understanding of Equation 9.4 and the data presented in Table 9.5 by constructing a spreadsheet (using, for example, Microsoft’s Excel) and altering the elasticity coefficients for different beers. For example, ...Select a magazine or newspaper advertisement and apply the MECCAS model to interpret the ad. Describe what you consider to be the ad’s value orientation, its leverage point, and so on.
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